Test Bank for Marketing Strategy, 6th Edition : Ferrell

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Product details:

• ISBN-10 ‏ : ‎ 1285084799
• ISBN-13 ‏ : ‎ 978-1285084794
• Author: O. C. Ferrell

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies–helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text’s signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon–all in a succinct 10 chapters.

Table of contents:

1. Part 1: Setting the Stage for Marketing Strategy
2. Ch 1: Marketing in Today’s Economy
3. Introduction
4. The Challenges and Opportunities of Marketing in Today’s Economy
5. Basic Marketing Concepts
6. Major Marketing Activities and Decisions
7. Taking on the Challenges of Marketing Strategy
8. Lessons from Chapter 1
9. Questions for Discussion
10. Exercises
11. End Notes
12. Ch 2: Strategic Marketing Planning
13. Introduction
14. The Strategic Planning Process
15. The Marketing Plan
16. Maintaining Customer Focus and Balance in Strategic Planning
17. Lessons from Chapter 2
18. Questions for Discussion
19. Exercises
20. End Notes
21. Part 2: Discovering Market Opportunities
22. Ch 3: Collecting and Analyzing Marketing Information
23. Introduction
24. Conducting a Situation Analysis
25. The Internal Environment
26. The Customer Environment
27. The External Environment
28. Collecting Marketing Data and Information
29. Lessons from Chapter 3
30. Questions for Discussion
31. Exercises
32. End Notes
33. Ch 4: Developing Competitive Advantage and Strategic Focus
34. Introduction
35. Making SWOT Analysis Productive
36. SWOT-Driven Strategic Planning
37. Developing and Leveraging Competitive Advantages
38. Establishing a Strategic Focus
39. Developing Marketing Goals and Objectives
40. Lessons from Chapter 4
41. Questions for Discussion
42. Exercises
43. End Notes
44. Part 3: Developing Marketing Strategy
45. Ch 5: Customers, Segmentation, and Target Marketing
46. Introduction
47. Buyer Behavior in Consumer Markets
48. Buyer Behavior in Business Markets
49. Market Segmentation
50. Identifying Market Segments
51. Target Marketing Strategies
52. Lessons from Chapter 5
53. Questions for Discussion
54. Exercises
55. End Notes

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